DEVELOPMENT OF PRODUCTS AND PACKAGING FOR HEALTH TOURISM PROMOTION IN SOUTHERN THAILAND

The study had three main goals: 1) To find products and community packaging to promote health tourism and 2) To developing products and community packaging in the province of Ranong. This study employs qualitative research methods. The population in this study is consisted of health tourists and health tourism entrepreneurs. A targeted sample of health community enterprise owners was gathered by conducting in-depth interviews with a total of 30 entrepreneurs in the part of health tourism, interviewing data, and carrying out content analysis and specialized studies of community enterprises. The research findings showed that: 1) The health product community enterprise group had a good chance of success if they focused their efforts on the upstream, midstream, and downstream stages of the supply chain and collaborated with allies and networks in health-focused provinces and countries, put an emphasis on environmental protection and making use of indigenous knowledge and resources, and put an emphasis on international standards, and they may be able to generate tourism for the participating community businesses. 3) Community enterprise group has a development strategy aimed at continuously meeting market demands. According to the findings of the research, there are company developments that are consistent with the canvas model and have the potential to promote the community economy in southern Thailand.